Abstract
This IDC study outlines the most probable path for U.S. mobile television and
commercial video content and service evolution through 2012. Mobile network
operator (MNO) strategies, barriers to growth, and the outlook for premium
fee-based versus ad-subsidized or free-to-viewer business models and other key
topics and trends are included. This study largely excludes user-created
content such as MMS clips, video email, and live video calls.
"Usage patterns and control of the mobile TV/video supply chain are trending
toward Web-oriented providers and away from MNOs to an extent," says Lewis
Ward, research manager in IDC' s Mobile Consumer Services program. "Off-portal
viral video consumption appears likely to keep growing, which will put pressure
on premium fee-based MNO offerings."
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